Professional Documents
Culture Documents
Relationship With Customers: Making Every Effort To Be Customer-Oriented
Relationship With Customers: Making Every Effort To Be Customer-Oriented
Formulating Product Strategies Providing Products Customer Satisfaction Survey Quality Assurance at Divisions
and Services • In-flight questionnaires
• Internet surveys
Defining Quality CS Promotion Committee
Quality Check
Improvement Activities
• Various quality checks in the Workplace
• Monitoring surveys
Closed Loop
• Analysis of feedback from customers
• Reports from service frontline
↑
High High
↓
Low Low
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
customer feedback and the comments of our staff involved in custom- Comments received directly from customers
er frontline services, we identify issues to be dealt with and work to and problems noted by frontline staff are
Solutions are formulated and systematically reported.
improve them, a process we call the “Closed Loop.” In the fiscal year implemented at each division
and department, or through
ended March 2011, we prepared a record 72,370 reports based on ad-hoc subcommittees.
Important issues are tabled at Report
the Closed Loop. Issues are identified and analyzed based on these CS Promotion Committee Collection of
meetings. Feedback
reports, improvement measures are formulated and implemented, and
customer feedback is again collected. This Closed Loop cycle is Act
Formulation & The Closed Loop
designed to resolve issues in a way that fully recognizes the custom- Implementation
of Improvement Be customer-oriented
er’s point of view. We use this cycle to flexibly accommodate con- Measures
ing customer support. We have a brand vision of “Creating Personal organization that forms the foun-
and Positive Experiences with Our Customers.” To realize this dation of the ANA Brand Vision. Communication
vision, we conduct customer satisfaction (CS) activities focused on Our products and services brand
quality management of products and services based on employee “Inspiration of Japan” represents
awareness training and customer feedback. our strength in regularly seeking The ANA Character
The foundation of enhanced CS is Group employee awareness. Reliable, Warm,
advanced and exciting products
Enthusiastic!
Making sure that each and every employee adopts the “Reliable, and services. Based on these
Warm, Enthusiastic!” mindset increases our CS level, helping us to brands, we will raise the value of
CS Frontier Team
build a brand that other companies cannot match and enhance our communication with custom- Minded Spirit Spirit
brand value. ers to realize the ANA Brand Mind and Spirit
Reports 22,516
20,000
● In the fiscal year ended March 2011, we prepared a record
72,370 customer feedback reports, a year-on-year increase
0
of 11.2%. 2003 2004 2005 2006 2007 2008 2009 2010 2011
(Years ended March 31)
● The percentage of sales-related reports increased by 4
percentage points year on year, and cabin-related reports ◆ Breakdown of Customer Feedback Reports
decreased by 1 percentage point. (Year ended March 31, 2011)
(%)
Airport
Trends in Customer Reports 14 Customer
Desk
● Of all customer feedback reports, those received by the Sales 35
Customer Desk (customer reports) numbered 25,077, an 21
increase of 18.4% year on year. Cabin
● On a monthly basis, the number of reports remained at a 30
high level of over 2,000 per month through December
2010. In particular, the number of reports in May, after the
Improvement Improvement
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